It's not the first bed-in-a-box product from Tempur Sealy, which sells products like the middle-market Cocoon mattress. But it's the first one to be sold under the Tempur-Pedic brand.

Tempur Sealy International is introducing a new bed-in-a-box mattress called the Tempur Cloud.(Photo: Tempur Sealy International)

"We've been working on this for a couple of years," Tempur Sealy CEO Scott Thompson told investors last week in a conference call. "When (you) see the product and test the product, you will conclude also that this truly is a Tempur bed."

Thompson said the product would soon hit more "major cities" in addition to Seattle.

The Tempur-Cloud's introduction comes as a furious competition has roiled the traditional mattress industry, leading to mass store closures, discounts, lawsuits and the Chapter 11 bankruptcy of the nation's leading mattress seller, Mattress Firm.

Mattress companies are under pressure from digital competition, including surging bed-in-a-box sellers like Casper and Leesa.

"The incumbents in this space continue to be distressed," Casper CEO Philip Krim told USA TODAY last month. "They continue to not understand where the consumer landscape is going in this category, and the owners of the respective businesses clearly are starting to see that."

The industry has also been grappling from the fallout of over expansion in recent years, particularly involving Mattress Firm, which closed about 700 stores in connection with its 2018 bankruptcy.

Anderson estimated that the mattress industry has closed about 1,000 locations in the past 12 to 24 months.

But some chains are still expanding, including Tempur Sealy.

Tempur-Pedic has about 44 stores and expects to eventually have 100 to 125, Anderson said.

Casper has 23 stores open so far and plans to open "dozens" more this year, Krim said. But he predicted that more traditional retailers will close stores.